How Email Marketing Works

Automated email marketing solutions make it easy to create and send emails and track interactions the recipients have with those emails. Let’s take a look at the process using ClickDimensions:

The marketer

creates a

concept for an email marketing campaign. The copy is written, graphics are created, and, optionally, a CRM campaign record is created to track the results.

After that, the system has everything it needs to create each email message. The ClickDimensions solution begins by de-duplicating the list and removing any recipients who have unsubscribed or had a hard bounce in the past. Then the email is sent.

7Recipients get the message in their inbox, and take actions such as opening the email or clicking on a link in the email.

2

The marketer uses one of the ClickDimensions email editors (drag-and-drop, freestyle, or custom HTML depending on their preference) to create the email template. Dynamic text can be included to personalize the email for each recipient using information stored in his or her CRM record.

5

After the request is received, the application queries CRM’s web services for the Email Send record, finds the associated marketing lists, and scans the HTML of the email for

personalization

fields. Then it searches for the list members’ email addresses, personalized data from the lead or contact records, and any unsubscribe records.

8

ClickDimensions gets

responses back from the recipients’

ISPs (delivery acknowledgements, bounces, etc.) and begins formatting that information to post to CRM’s web services, queuing up the data to synchronize it as quickly as possible, but at a rate that will not overwhelm CRM.

3

An Email Send record is created which indicates pertinent information such as the sender’s name and email address, the time/ date to send the email, and to which list(s) to distribute the email.

4

When the marketer clicks “Send,” it submits a request to the ClickDimensions application letting it know that the user wants to send an email.

9

The marketer is then able to view the email statistics (open rates, click rates, bounces, etc.) in CRM and evaluate the success of the email. With ClickDimensions, the user is able to view not only the aggregate data, but also individual email send information for each recipient.